People of action campaign presentation
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Rotary campaign People of Action overview
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People of action campaign presentation
- 1. Showing the World Our Rotary: Introducing People of Action July 2017
- 2. AgendaAgenda • What is the People of Action Campaign? • Why is Rotary doing this campaign? • People of Action campaign strategy • People of Action PSA •How can you support the campaign?
- 3. People of Action CampaignPeople of Action Campaign • New suite of assets for clubs and districts to help communicate Rotary’s story • Next step in Rotary’s brand strengthening initiative • Allow Rotary clubs to localize ads for relevance • Three year initiative that was officially announced at Convention in Atlanta
- 4. What Does the Research Tell Us?
- 5. Global AwarenessGlobal Awareness • Global awareness levels have grown 60% 75% 2011 2015
- 6. 2015 Global Public Image Study2015 Global Public Image Study • While aware of Rotary by name/emblem, the public lacks a clear understanding about Rotary and our impact
- 7. 2015 Global Public Image Study2015 Global Public Image Study Those familiar with Rotary may have their knowledge shaped by misperceptions or half-truths •Rotary is organization for people “not like me” • Older, male, members are at different educational and professional levels •Seen as an exclusive People join for: •Sense of purpose •Champions causes important to me and makes a difference locally •Friendship/fellowship •Networking •Organization has an established reputation/strong heritage
- 8. People of Action Campaign
- 9. • Narrow gap between awareness & understanding • Define ‘What is Rotary,’ impact Rotary makes • Allow Rotary clubs to localize ads for relevance • Lay foundation for member engagement, donations and the service work we do Public Image Campaign Strategy
- 10. • Highlight Rotarians as People of Action • Where others see problems, Rotarians see solutions, possibilities for their community • Share vision with fellow members and community partners/experts to exchange ideas about potential, lasting solutions • Mobilize others to take action to bring those ideas to life Campaign Narrative
- 11. People of Action - video
- 12. Campaign Creative - print
- 13. Campaign Creative - print
- 14. Campaign Creative – social media graphics
- 15. Campaign Creative – social media graphics
- 16. First Wave of Materials on Brand CenterFirst Wave of Materials on Brand Center Rotary.org/brandcenter • Videos • 0:90 sec, 0:30 sec • Print ads – Together, We • Connect • Inspire • Transform • End Polio • Digital ads • Share graphics for social media – Together, We • Connect • Inspire • Campaign guidelines • Style guide for design professionals
- 17. Creative in DevelopmentCreative in Development • Social media guides • PR guide • Style guide for professional designers • Radio ads and script • Outdoor ads • Pop-up banners
- 18. Public Image Resources on Brand CenterPublic Image Resources on Brand Center • Visual & Voice Identity Guide • Logos • Prospective member brochure • Club brochure template • Event planning guide • Banners for events • Messaging guide
- 19. How Can You Take Part?How Can You Take Part? •Start gathering people of action stories •Ask: is my club delivering on Rotary’s brand promise •Who can help localize the ads and promote in social media, on your website •Who can help with media placement or help develop creative strategies for placing ads •Visit Brand Center - Rotary.org/brandcenter
- 20. Questions?
Editor's Notes
- Speaker mini bio and intro Ask the audience Why should we be focusing on Rotary’s public image? Why is it important to clubs? How can clubs enhance their communications? When competing for the hearts and minds of the public, we know that public image supports EVERYTHING we do to attract new members, engage existing ones, and grow club foundations, The Rotary Foundation and partners. And this is also true for Rotary or for the clubs in your district.
- The People of Action public image campaign is a suite of new assets and resources that are designed to help communicate to the public Rotary’s story and highlight the impact we make around the world. The campaign is the next step in the Rotary brand strengthening initiative that started in 2011 and aims to tell Rotary’s story in a consistent and compelling way. It helps narrow the gap between awareness of Rotary and a deeper connection and understanding about who Rotarians are and what we do in our communities. Clubs and districts will be able to localize the campaign for their communities. Campaign guidelines will be provided to help them do this. This campaign is a marathon, not a sprint - it is a three year initiative. It launched at Convention in Atlanta. Assets – videos, print ads – will be rolled out over at least an 18 month period. As with other Rotary initiatives, we anticipate that it will take some time to develop awareness and understanding of the campaign and for clubs to get comfortable using the assets. We are excited about the early support for the People of Action campaign.
- All effective communications efforts are grounded in research. In 2010, Rotary worked with international branding consultants Siegel + Gale on a major branding initiative. An important part of this work was conducting a public image survey. The insights from this work supported the objectives of the re-branding project which has been underway since 2011. Last year, Rotary conducted a second wavy of public image research in 15 countries to find out what the public believes about Rotary.
- Here’s what we learned: 75% of the public is aware of Rotary – which is up from 60% in 2011. Awareness is higher in some parts of the world – eg. Africa eg. Nigeria where our work on polio eradication has been very visible. Less here in the US and in Canada.
- Although three quarters of the general public know our name, they don’t fully understand Rotary. They are not familiar with any Rotary programs. They are not aware of our efforts to end polio. And, nearly 60% of those surveyed were unaware that a Rotary club exists in their own community.
- Unfortunately, many hold misperceptions of Rotary. We learned that too many people are getting the wrong story about us. Rotary is organization for people “not like me” and Rotary is seen as exclusive. Tip to overcome that create enough value behind our brand promise – in your photos and promotion of your club – show diversity – women and men, age diversity etc.. Rotarians are considered charitable, respected, educated, humanitarians. These are things we want to reinforce in our communications. Remember the reasons that your joined Rotary for. Whether it be a sense of purpose, or to work with a cause, or to network; the outcome of being a Rotarian is to able be a person of action. All of these insights helped shape new resources that are in development to help us communicate our brand promise and proof to the public.
- Campaign strategy Campaign narrative Campaign assets What to expect What you can do now
- Campaign aims to narrow the gap between awareness and understanding. When we say understanding, what do we mean? When we have understanding of what Rotary is and the impact Rotary makes – communities know that they can count on us to be a part of overcoming communities challenges. So for example when we seek donations or ask for assistance with a service project, they say YES So how do we define Rotary and the impact we make? …we want people to know that the signs they see at our meeting spaces or along the roads…have meaning and a purpose. A Rotary club is where great minds gather, ideas are exchanged, friendships and deep bonds are formed, and plans are made for what we are doing next to support the community.
- The focus of our first set of campaign assets is showing Rotarians as the people of action that we are. We know that Rotarians share a unique perspective and passion for taking action to improve our communities and the world. Where others see challenges, we see opportunity and hope. Where others see problems, we see solutions. And when we see what’s possible in our communities, we mobilize our club members and other community leaders and committed professional experts. We share our vision and exchange ideas about lasting solutions. And importantly, we take action to bring those ideas to life.
- http://chicago.flavor.tv/flavor_web/18057_rotary/quicktimes/Rotary_WhatWeSee_EN.mp4 Over the next two years we will continue to develop and release new ads. The first wave of ads will be available to you at the beginning of the next Rotary year on our Brand Center. First wave: understanding of Rotary – positon us as people of action Second wave: build understanding of club experience and the value of membership Third wave: build understanding around our six areas of focus.
- http://chicago.flavor.tv/flavor_web/18057_rotary/quicktimes/Rotary_WhatWeSee_EN.mp4 You just saw a sneak peek of our new ad campaign, People of Action. Over the next two years we will continue to develop and release new ads. The first wave of ads will be available to you at the beginning of the next Rotary year on our Brand Center. First wave: understanding of Rotary – positon us as people of action Second wave: build understanding of club experience and the value of membership Third wave: build understanding around our six areas of focus.
- Templates will be created so that clubs can create ads that help them tell their people of action story. Campaign guidelines provides clubs with guidance for telling their people of action stories and how to create an a from the story outline. It also provides tips and techniques for capturing photos that showcase the people we are helping in our work, that are representative of our club and support the claim that we are people of action. People of Action assets will be available for download starting in August. Check back to Brand Center regularly, new assets will be added regularly.
- Start gathering your proof: people of action stories and impact statements Take that hard look to determine – is my club or the clubs in our district delivering on Rotary’s brand promise? Whether yes or no, there are already resources and tools to help you change that or enhance your delivery of that message. Who has the experience and connections in marketing, advertising or other fields that can help drive the campaign implementation. Who can help localize these ads, implement them into your social media, website, newsletters, who can help arrange to get the ads placed as public service announcements or create strategies for pooling funds or in-kind media support for the district
- WRAP” Why should we be focusing on Rotary’s public image? Why is it important to clubs? Encourage clubs to use resources resources on Brand Center, Social media is a great place to start – gather your stories and challenge your clubs (your club members) to start by posting one each month.